Archive for the ‘Online research’ Category

Is TV2 a public service?

December 12, 2007

Every private media company i speak to these days, mention little of the competition between themselves. Does Bonnier really compete with Aller? Do the newspapers compete with each other? Forgive me for saying this they don’t! Although there are 4 free daily newspapers in this small country of Denmark and just as many paid daily national newspapers, there is a sort of club between the old guard Berlingske og JP Politiken, while the renegade Icelanders and MTG Metro are just a nuisance to the established order, and no more than this. No my friends the real competitor to this collection of Magazine and newspaper publishers is in reality none other than TV2, a state owned and controlled public broadcaster.

 The broadcaster has a popular on-line presence with a subscription base(and advertising) and has among other things created TV2 sport with an exclusive partnership for MTG Viasat. It has launched a book publishing unit and a commercial radio 2 station. Now I wonder whats next, a magazine for the broad masses to complement content on-line? What about another free daily newspaper?

Is the company being fattened up at the expense of private media companies, in order for the government to make a sell-off to the same private contenders, and consequently double the revenue to the exchequer? Now whats wrong with that?

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On- Demand Video

September 13, 2007

This will be very big indeed, (and is, just look at YouTube). It is the second wave (after Search) in driving the Web 2.0 reality to consumers. This will represent the convergence of Broadcast TV and online Video as streaming video and downloads. This rich online environment will snap the marketing industry on it’s head. 

While the U.S. online video advertising market is expected to surge 89% this year to $775 million, that will account for just 3.6% of overall Internet ad expenditures. By 2011, the market is expected to expand more than fivefold to $4.3 billion–which would still only add up to slightly less than 10% of total online ad spending.

Clearly, Web video has a long way to go before it rivals search marketing, much less the huge numbers racked up by television advertising. But it hasn’t deterred content creators from racing to the much-hyped gold rush. For those grabbing a shovel, here are four things you should know:

Online Video Is Not TV

Most early attempts at online video advertising involved simply attaching a 30-second TV ad to the front of a video clip. But the industry quickly recognized that recycling an ad format originally meant for half-hour or hour-long TV programming didn’t work well for online clips that were often barely longer than the ad itself.

While 30-second pre-rolls can still work for online streams of full-length TV programming, more marketers are shifting to ad formats specifically geared toward an online audience, such as 15-second (and even shorter) pre-roll spots and “overlay” ads (see “Will Video Ads Evolve?”) that appear at the bottom of a screen and don’t interrupt the viewing experience. Overlays can be clicked for more information, making them more interactive than traditional video ads.

As more marketers explore the use of Web-centric video ads, the industry needs to address the lack of standardization among these new formats, JupiterResearch analyst Joseph Laszlo observed in a report last month. “The emergence of standard formats is vital for advertisers to cost-effectively scale up buys and run campaigns across multiple video destinations,” he said.

Professionally Produced Content Still Rules

Sure, cute kitten videos and clips of eye-popping, Jackass-style pratfalls generate lots of clicks. But professionally produced programming remains the biggest potential draw for advertising dollars.

Advertisers don’t like surprises and there’s no telling what could end up on a mass-audience video-sharing site–copyrighted content, clips of questionable taste, you name it.

That explains the limited scope of YouTube’s long-awaited announcement last week that it will attach ads to video clips. The Google (nasdaq: GOOG – news – people ) subsidiary said it will only place ads “on content by select partners,” i.e., video professionals, not your little sister or your nutty neighbor down the street.

It isn’t just advertisers who like to know what they’re getting. To a great extent, the same thing applies to viewers as well.

Attach a pre-roll ad to the entries on a newly launched video blog and you’re going to lose eyeballs immediately. But attach the same ad to a preview of an upcoming episode of a prime-time network drama and viewers will be more willing to put up with the advertising message, says Rex Wong, chief executive of online video distribution network Dave.TV.

“With branded entertainment, I know the value of what I’m getting,” Wong says. “If you know you’re going to get Lost, I don’t think you’re going to mind watching a pre-roll.”

You Get What You Pay For

Does advertiser skittishness mean user-generated video can’t generate advertising dollars? Of course not. But to get the ad-friendly clips that they crave, video sites are realizing that they have to be willing to give something back in return.

Video-sharing sites like Revver, Break and Metacafe have come up with various ways to pay for engaging video submissions that appeal to viewers and that marketers can feel comfortable with. Revver attaches ads to videos it has vetted and then shares the revenue with the video maker. Break pays $400 for videos that are posted on the site’s homepage and pays $2,000 for original short films. And Metacafe pays $5 for every thousand views that a video gets if it generates at least 20,000 views and is rated well by viewers.

Video contests have become another popular means of generating ad revenue from user-generated video. In the most widely publicized example, Yahoo! Video and Pepsico’s Doritos brand tortilla chips held a contest last fall for the best amateur-made Doritos commercial. The winner received a cash prize and had his ad aired during the Super Bowl.

Sony Pictures Entertainment is adopting a variation of the contest concept for its newly relaunched Crackle video site (see “Sony Revamps Online Video Site”). Crackle will essentially be a permanent contest site, awarding the best submissions in animation, short films and standup comedy on a monthly or quarterly basis with cash prizes and the chance to meet with Sony Pictures executives to pitch their concepts.

Old Networks Don’t Matter

Once they realized last year that YouTube users were uploading a lot of their content to the video portal, CBS (nyse: CBS – news – people ), News Corp.’s (nyse: NWS – news – people ) Fox, General Electric’s (nyse: GE – news – people ) NBC, Disney’s (nyse: DIS – news – people ) ABC and Viacom’s (nyse: VIA – news – people ) MTV and Comedy Central rushed to post more video on their own Web sites. By the end of 2006, they were reportedly discussing the possibility of launching a new joint portal site to rival YouTube.

But with their Web sites struggling to pull in the critical mass of traffic needed to generate big ad dollars, three of the networks have ditched their efforts to build destination sites and have instead lined up distribution partners to get their programming where consumers are hanging out online.

News Corp. and NBC Universal have formed a soon-to-be-launched online video network that will distribute their content via MySpace,Yahoo! (nasdaq: YHOO – news – people ), Time Warner’s (nyse: TWX – news – people ) AOL, Microsoft (nasdaq: MSFT – news – people ) MSN and other high-traffic sites. CBS has adopted a related but somewhat different approach, partnering with large players like AOL, MSN and Comcast (nasdaq: CMCSA – news – people ), but also smaller sites like Joost, Sling Media, Brightcove and Veoh.

How wrong can they be!

September 12, 2007

It still amazes me in 2007 that the association of Internet marketers in Denmark continue to measure their membership statistics as if it were the whole market. The biggest player of all, GOOGLE is not even mentioned. Imagine cutting out 86% of all search activity as not relevant for online marketing. Not to mention the time spent in front of the computer daily is close to and will exceed the time watching plain old TV (POTV). They are only interested in time spent on local media sites. The WEB my friends is global and any national measurement will constrict the truth which is far more influential.

Old Scandinavians are Net Crazy!!

November 14, 2006

Our Nordic Trends data shows that 2 to 3 times as many Danes over 55 and 65 years of age are very active on the net, compared with the rest of Europe. This also applies to Swedes. Is this interesting? you bet! Sales of Health products are booming. So are properties and holidays abroad. Who do you think is buying all this stuff online?

Not many DANES: Well of course there are many more Germans or British in the world than Danes! With abour 5.6 million Danes on the planet compared to 80+million german speakers, the Greater Hamborg area is just about comparable with all of Denmark in terms of population. However Hamborg belonged to old Denmark and who knows we might just get it back some day! Let me clarify the age group 55 and older in Denmark as a percentage of the danish population are very active online users on the internet as opposed to the same age group percentage in Germany, France and UK. In fact the percentage is up to three times greater for that age group in Denmark as opposed to the percentage of Germans active online in that age group in Germany

Demise of Cartel Estate Agents in Denmark

October 31, 2006

It is unlikely the real estate business in Denmark can continue as it is today. A cartel of attorneys and financial institutes maintain a crushing growth inhibitor on the industry, permitting only ‘authorized’ brokers the right to sell private or commercial property. Digital platforms and online auctions will undermine these uncompetitive practices, not to mention the free classified advertising of Google Base and Microsoft Freemont when they become available next year. What is needed is an online value setting for home owners from

The DIGITAL WORLD

September 4, 2006

Well here we go. Our Nordic Research Group in our mission is partnering with the worlds finest online research institute JupiterResearch of New York, as we build an exciting business from the ground up. My partners are research professionals with many years of analysis and strategy thinking with IDC, Forrester and Gartner  with a presence in   Copenhagen, Oslo and Stockholm. We expect to bring a new dimension in online research and behaviour to the Nordic and Baltic business market which no other research company has. My office in Hørsholm is off the cool pedestrian street and a great place to operate from. Watch this space for mind breaking content in the coming months. Let us have your thoughts comments in the coming months particularly from old colleagues or clients, that really have something to say.